chrisbrogan.com - Latest Comments in Measuring Social Media Efforts

Re: Measuring Social Media Efforts

Door Handles — Sun, 29 Jan 2012 18:16:28 -0000

Social media can be measured in so many ways, one of them being how many followers you have generated, another could even be how much business you have been able to develop.

Re: Measuring Social Media Efforts

GenJonesMedia — Mon, 26 Sep 2011 15:02:01 -0000

Well said. Social media measurement is a lot more difficult to measure than counting bums on seats; it really depends on what your goals are - increased brand awareness? change brand perception? improve customer service? Its all about being involved in the conversation and how far you want to bring it. http://jkavanagh2010-genera...

Re: Measuring Social Media Efforts

Alexander Welz — Thu, 24 Feb 2011 15:42:58 -0000

well done. I love this post. All to often do I see people embark on a new campaign and never thought to think about how they are going to measure it

Re: Measuring Social Media Efforts

youtube downloader — Mon, 06 Dec 2010 05:36:49 -0000

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Re: Measuring Social Media Efforts

Reservations call center — Wed, 13 Oct 2010 03:35:36 -0000

Customer service is one of the best uses of social media and can have a major impact on corporate brand and reputation. Many companies are now turning to social media to improve relationships with customers by providing a better customer experience.

Re: Measuring Social Media Efforts

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Re: Measuring Social Media Efforts

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Re: Measuring Social Media Efforts

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Re: Measuring Social Media Efforts

TJ McCue — Fri, 18 Jun 2010 17:22:09 -0000

hey Chris, i've put together a list of 195+ Social Media ROI and Measurement Tools that you might find interesting. Just a list of websites and services, many of which you probably already know.
http://bit.ly/socmediameasu...

Re: Measuring Social Media Efforts

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Re: Measuring Social Media Efforts

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Re: Measuring Social Media Efforts

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Re: Measuring Social Media Efforts

Nelson Bruton — Tue, 20 May 2008 22:49:09 -0000

Fantastic post Chris. Well thought out.

Here are my thoughts on the subject.

You can measure a social media campaign only after you determine the objective for the social media campaign. Influence and interaction and results are the ways in which a social media campaign can be measured. Each has quantitative and qualitative elements. Below are my initial thoughts on this subject. Please bear in mind that there are probably more to add to each category. (Help, advice, and collaboration is appreciated)

INFLUENCE
Quantitative - 1. the number of people in the network 2. the number of networks/social communities/platforms 3. the growth rate of your network

Qualitative - 1. who is in the network? 2. what is the motivation for people joining the network? 3. what ideas are discussed in the networks

INTERACTION
Quantitative - 1. the number of communication methods within a platform 2. the number of scheduled tasks(eg. messages, replies, comments, bulletins, blogs, etc)

Qualitative - 1. the types of communication being sent out 2. who are you targeting with a particular message?

RESULTS
Quantitative - 1. number of leads generated 2. number of sales generated 3. number of new contacts made 4. revenue generated

Qualitative - 1. types of leads generated 2. types of contacts made

I would also like to ask if I could repost some of your content on inSocialMedia.com

Your expertise and participation would be very welcome in the community as well.

Respectfully,

Nelson Bruton

Re: Measuring Social Media Efforts

davefleet — Tue, 20 May 2008 10:33:00 -0000

What Jason said.

As you say, I think it's important to focus on 'outcomes' rather than 'output.' It doesn't matter if you have thousands of subscribers/readers/listeners if none of them contribute to your business objectives. That's one of the reasons I can't stand seeing view numbers given as a success criteria for YouTube videos.

I'm hoping Joe Thornley's measurement roundtable will come up with some ideas for some measurement standards so we can start to have some consistency in this. It would also help in weeding-out the useful tools from the mass of shiny new objects out there.

Thanks Chris.

Re: Measuring Social Media Efforts

Herb — Tue, 02 Oct 2007 11:21:39 -0000

Chris, good post.

I've been thinking along similar lines and I think many people have.

I like the idea of mapping because it gets at the essence that social media needs a different type of measurement. What I've been toying around with is that having the 'media' label/tag to social media has this new conversational/communication/connection inherit a lot of intrinsic media properties - like an expected amount/traditional value of ROI for the reach, measurement problems, etc.

With a different/new way of brand communicating...this social media/new media grey matter needs different thinking...

Re: Measuring Social Media Efforts

JasonFalls — Tue, 02 Oct 2007 10:15:03 -0000

Brilliant post Chris. I am yet another one of those out there trying to find a way to qualify and quantify what we in social media do. While I've had some clear as mud test cases, I've found no true measurment (or mapping technique), but that's because my clients and I have not gone into it with the ideal end result in mind.

This is great food for thought for us and I thank you for it.

I would like to know, however, what you think are strong ways of measuring, say, the success of a blog if the goal is just to engage the greater world about our brand? Is it number or quality of comments, popularity of the blog (Technorati, etc.), product trial conversion (and how the heck do you measure that?) ... all nuances we're trying to figure out.

Thanks for the knowledge!

Re: Measuring Social Media Efforts

Kami Watson Huyse — Tue, 02 Oct 2007 00:19:04 -0000

I always do a "mapping" (if you want to call it that) as a part of the planning process for a social media campaign. The map includes measurable objectives along with appropriate communities in which we will engage. Mapping is equal to the planning process in a public relations campaign GOAL POST.

GOAL (set them)

P ublics (communities)
O bjectives (measurable)
S trategies (how to engage)
T actics (which tools to use)

Re: Measuring Social Media Efforts

Jeremiah Owyang — Thu, 27 Sep 2007 18:47:41 -0000

Thanks Chris for the mention. You've listed some great examples too

Re: Measuring Social Media Efforts

Beth Kanter — Tue, 25 Sep 2007 09:50:21 -0000

I've been pondering this again this morning.

I think selected metrics for success in the context of strategy is the only way to go. In the nonprofit space, we've been having this debate as a result of one blogger challenging key nonprofit tech organizations and bloggers to do a side-by-side comparison in quanticast in the interest of transparency. The conclusion - numbers like this without context do not mean anything. Our nonprofit association did a terrific post sharing their metrics
http://www.nten.org/blog/20...

What you are describing as a map probably goes one step further -- keying the metrics to strategy points. What I would love to see is a real life example of a map and with a key metric. Or maybe just a template. Then, in true social media style, perhaps a blog meme that challenges us to share our maps.

I've found it very difficult to wrap my brain around all this , with so many different metrics to choose from - you can get easily distracted and there's complexity.

I'm also look at the sublte differences between "measures of success" and "ROI" and exactly how you consider the metrics in either case. Measures of success - are your goals, plus the "evidence" you gather to determine if you've been successful. Those numbers do not exist alone, but paint a broader context for improving what you're doing while it is underway. Some people call this continuous improvement.

The ROI is more about asking questions - did we get our money's worth? What did it cost us? What did it yield? Of course, as Chris Penn notes there are also the intangibles that lie beneath and are really hard to trace and measure.

Both are valuable to do.

I did a post awhile back riffing on Kaushik's blog metrics post
http://beth.typepad.com/bet... -- as part of exploring this topic
http://beth.typepad.com/bet...
for a screencast on google analytics and some workshops
http://beth.typepad.com/bet...

All leading me back to your point .. that KEY metrics in the context of social media goals and strategy are valuable to determine the ROI and continuous improvement.

Thanks for thought provoking article ...

Re: Measuring Social Media Efforts

Sean Bohan — Tue, 25 Sep 2007 00:07:47 -0000

Running like a loon and just got to a machine to drop this -

The map is critical. Before you can start a measurement plan you need to define the who/what/where/when/why and how you are measuring.

The nearest I can get my brain around this, it is an open form of pagerank (Google's algorithm for measuring the value of a webpage by measuring the relationships of other pages to that page through my favorite currency on the web - the link). But with social media its more than just links, its comments, trackbacks, diggs, del.icio.us, rankings, tags.

And don't get me started on video, audio and photos :)
(favorites, playlists, comments, video comments, rankings, embedded versions of the file).

Re: Measuring Social Media Efforts

Beth Kanter — Mon, 24 Sep 2007 23:15:49 -0000

This is freaky. I did a screencast and wiki about social media and web metrics last April. I used that same flickr photo!
http://beth.typepad.com/bet...

Anyway, did some musings here
http://beth.typepad.com/bet...

And have been obsessing about it for a few months

http://beth.typepad.com/bet...

All this to say, your thoughts here are really helpful and lots to think about ... I'm in the process of putting together a workshop on this topic .. so this post is high up on the link list.

Re: Measuring Social Media Efforts

Christopher S. Penn — Mon, 24 Sep 2007 21:43:43 -0000

Dude, I'd say thank you anyway :-)

Also, I wouldn't wholly discount those 300K. They may not take out loans, but they might know someone who would. Intangibles count - they're just hard to measure.

Re: Measuring Social Media Efforts

Chris Brogan... — Mon, 24 Sep 2007 10:45:23 -0000

Remember, I'm not a classically trained marketer. For all I know, I'm out digging up bones that you all know about. I often feel like a guy coming out of a personal jungle and finding Manhattan.

@Justin and Dan- good point. If you don't have a hard target, it's harder to consider this all. But then, "should" you? Beats me.

@Vaspers- true. In lots of ways, this all becomes "must do" for lots of organizations. But it's early still. Remember, you're a futurist.

@Ike- you're totally right. Finding the options on the map and killing the dead ends makes sense.

@Darrin- You'll keep teaching me, I'm sure. : )

Re: Measuring Social Media Efforts

Darrin Dickey — Mon, 24 Sep 2007 10:38:06 -0000

Seems kind of like mapping is a part of a good marketing plan. Although I like the concept of a visual map as part of the plan.

Re: Measuring Social Media Efforts

vaspers aka steven e. streight — Mon, 24 Sep 2007 09:17:18 -0000

Funny that nobody does an ROI on corporate lawn mowing, business cards, new carpet, new signage, etc.

Some things must be done, regardless of how trackable the results are. A business must first decide, "Do we wish to engage in conversations with our customers & stakeholders? Are we willing to try new ways of communicating and hearing from the public?"

Notice how the corporate emphasis is on "our message" and "our communication strategy". More vain mercenary fluff.

Emphasis should be on "input from our customers and prospects". But most companies seem to disregard customer complaints, suggestions, questions.

You can spread out the responsibilities for blogging and other social media community invovlements, if you can't justify paying one person to do it all.

Social networking should be part of a business model, part of the marketing, sales, and customer relations. But since it's customer-centric, many firms balk at it.